Can you successfully compete with the chain stores?  Certainly!  If you take the time to really learn about your customers and find the right niche for your pet business.  You probably won’t be able to compete with the larger chains on price (volume buying discounts give them the price advantage), so you determine what you can offer that they can’t.

The strength of a small business catering to pets and their owners usually lies in tailoring your business to a particular market or offering service’s the chain stores don’t.  Take a look at your pet business model and look for some of these guaranteed success generators:

·        Outstanding Customer Service.  Is your staff thoroughly versed in the advantages of your product line? Can they answer customer questions intelligently and give pet owners suggestions on which product is best for their pet?  Do you answer every email quickly and always have someone available to cope with potential problems?  What about the ease of navigating your website and placing an order? 

·        Convenience.  If you have home delivery or pet food and other pet products or pick-up and drop-off for your pet grooming services, you’re giving customers convenience they won’t find at a chain store.  Find ways to make buying pet supplies from you preferable to driving to a big box store by making it easy, seamless and convenient.  Saving time is just as important to most customers as saving money.

·        Reliability.  Keep your shelves stocked with your customers’ favorite pet supplies at all times.  Many large retail chains are hit-or-miss in this area.  They restock shelves on a pre-set schedule, and if they run out of something early, the customer is out of luck.  Reliability also means keeping your promises and guaranteeing satisfaction. 

·        Unique Products and Services.  Pay attention to what your customers really want.  All chain stores tend to carry the same or very similar pet care products – they are appealing to the masses.  Make your pet business stand out by offering what they can’t.  If you have upscale customers, carry designer dog clothing, pet collars and other products that customers will have trouble finding elsewhere.  Is there a sizeable group of customers who are looking for eco-friendly pet toys and dog beds?  Make sure you’re the best possible source for green pet products!

By making your business the “go to” place for customers who have specific pet care needs, you can compete against the mega-stores and win.

PetSmart and Edison Nation have teamed up to discover the next big thing for pets, and they’re inviting everyone who’s ever had a great idea to participate.  If you’ve come up with an innovative toy or other product that you know dogs and cats would go nuts for, this is your chance to move it from vision to reality.

Edison Nation is a product search coordinator always on the look-out for unique designs and clever ideas that will make our lives easier.  Working with PetSmart, they are hosting a nationwide search for new concepts that are in some way connected to pets.  If you’ve created something your dog or cat loves, now is the time to share your dream.

The first prize in the contest, which runs through July 9^th, 2009, is an upfront payment of at least $2,500 plus a percentage of the profits earned once your idea goes into production.  The profits will be yours for twenty years, so there’s the potential for some significant income if you come up with the winning entry.

PetSmart and Edison Nation are particularly interested in new toy or interactive play concepts that will keep pets entertained and challenge them mentally.  Because pets can suffer from a variety of problems when bored, from separation anxiety when you leave to excessive chewing and aggression, it’s important for pets to have stimulating, challenging toys and activities.  This year’s contest is looking for solutions to pet boredom.

If you have an idea that would improve the lives of your own pets and those of other pet owners, take the time to visit the contest website at http://www.edisonnation.com/petsmart and submit your concept for a chance to win.  This time next year, you could have your product on shelves in PetSmart stores across the country.  Wouldn’t Fido and Fluffy be proud?

Record Breaking Pet Product Sales Predicted for 2009

In fact, the American Pet Products Association (APPA) estimates that sales of pet products will actually increase in 2009 by over $2 billion.  Yes, you read that right!  Americans spent over $43 billion on their pets last year alone, proving that pampering our pets is a favorite pastime.  In rough economic times, the comfort of having an adoring dog snuggling up in your lap seems to be worth the cost of a few extra treats or a designer dog bed.  After all, unconditional love is priceless, and our pets give us their affection unreservedly.

Bob Vetere, the president of APPA, recently confirmed, “People are cutting back on a lot of areas, but are not cutting back on their pets.  They are postponing those vacations or downgrading their cars just to make sure that Fido and Fluffy are well taken care of.”

Baby Boomers Spoil Their Pets

Most baby boomers have sent their children off to college or homes of their own, and the empty nest syndrome is turning pets into surrogate children for many boomer couples.  While they wait the arrival of grandchildren to spoil, pampering their pets is filling a void.  To that end, many pet product retailers and manufacturers are now targeting this rich market.  These are the couples who can afford to lavish their pets with gourmet treats and give them upscale chew toys and bedding. 

Targeting the right customers during a recession is crucial to maintaining a strong sales record, and Furry Friends Web Design is here to help.  We keep our paws on the pulse of the pet products and pet services industries and can tailor your company’s website and advertising for the greatest possible impact on potential buyers.  If you’re ready to get a bigger piece of the pet industry’s $45.5 billion pie in 2009, contact us for a free consultation.

The very first thing we noticed about Tracey was her friendly, outgoing personality and her immense love for dogs.  She’s the type of groomer who genuinely falls in love with any four-footed client she comes in contact with and can’t help but to treat each of her clients as if they were part of her own furry family.  As a professional Staten Island pet stylist, her passion lies in making each of her clients a work of art on the outside (because they’re already a work of art on the inside, of course!).

Everyone here at the FFWD firm have been so impressed with Tracey, both as a person as well as a groomer, that some members of our staff have actually even contemplated making the six hour drive from Pittsburgh to Staten Island just to have their furry kids groomed at Tracey’s Pampered Pups!  We’re not joking either!

Because Tracey has been absolutely tremendous to work with, making her project a true pleasure for us, and because she’s just so kind-hearted, genuine, and sweet - we are beyond proud to announce Tracey’s Pampered Pups as Furry Friends Web Design’s CLIENT OF THE MONTH  for May 2009.

Services Provided to Tracey’s Pampered Pups:

* Marketing & Branding Consulting

* Custom Logo Design

* Corporate Identity Package Design

* Custom Print Marketing Design (Vehicle Signage)

* Pet Web Design & Development

* Professional Pet Industry Copywriting

* Search Engine Optimization

 What did Tracey have to say about her experience with working with our firm?

“I couldn’t be any happier with FFWD. Everyone I worked with was amazing and I am thrilled with all of the designs that were created for my business. I would recommend you without any reservations and in fact, would consider anyone starting a pet business, foolish if they didn’t use your services. Thank you to Kera (Project Manager) - You were so patient with me and understanding. You explained everything to me in detail and never laughed at my lack of knowledge. You helped me every step of the way and I so appreciate that. FFWD is an incredible company with extraordinary people and I wish you all the success in the world! That translates to “don’t change a thing - you guys are awesome!!!!!”

Thank you, Tracey, and CONGRATULATIONS!

You obviously already believe in your product or service, but convincing others that they need what you’re offering requires writing that sells.  There are several elements to successful sales writing.  Understanding their importance will put you on the path to a website that generates outstanding profit.

The Power of the Headline

Headlines are crucial for grabbing the attention of the reader.  Think about how often you skim the headlines when reading a newspaper.  There are some that immediately prompt you to read the article, while others make you think, “Eh, who cares?” 

The headlines on your website work the same way - you need to have headlines that pull readers into your site.  Think of your headline as a doorway to the information you’re providing.  A boring, plain door may not prompt someone to step through, but a spectacular, beautiful door will always make someone walking by stop and think twice about entering that store.  Make sure you have a stunning “entrance” for your site with a powerful headline.

Answer the Question, “What’s In It for Me?”

This is a powerful marketing question that your site should answer.  The main reason anyone visits a consumer website is because they want something.  Make sure they know why they should care about your product or service.  Will it make their life easier?  Will it improve the health or happiness of their pet?  Will you provide a service they don’t yet have?  Can you give them a better value than the other guy?  Answer these questions and you’ll be on your way to a sale!

Back It Up

It’s easy to say, “My dog toys are the best in the business!” but readers want to know why you say that.  Back up what you say with testimonials, success stories, facts and statistics.  Talk to experts and get quotes when you can, or research the importance of pet vitamin supplements if that is what you’re selling.

“Seventy percent of U.S. veterinarians feel that vitamin supplements are essential to the health of today’s domestic pets,” is more impressive than, “Our pet vitamins are important to your dog’s health.”  Authority figures and numbers have greater impact than opinions.

Use “You” Statements

It’s fine to tell site visitors that your company, service or product is wonderful, but phrasing it as a “you” statement personalizes the message.  Remember, they want to know what’s in it for them!  Compare these two statements:

“We are the best in service.”

“You deserve outstanding service.”

The second one is much more attractive to the average reader because they will agree that yes, they DO deserve outstanding service.  The statement seems obvious and right to them, while the first statement . . . . well, how do they know for sure you’re the best?  Tell them something about themselves, then follow up with the closer:

            “You deserve outstanding service, and we’ll always strive to provide it.”

The promise lets them know that YOU believe they are worth it, too!

A pet industry copywriter can help you create a website that uses these writing techniques and many more to sell your product or service successfully.  You’ll work with someone who listens, understands, and provides customized, intriguing content for your website that will “wow” every visitor.

Interested in our Pet Industry Copywriting services?  Click here for more info!

The Pet-Aire product is such an amazing and exciting innovation in preventing pet atopy, pet skin allergies, and kennel cough that we were all thrilled to be working on getting the word out about the Pet-Aire filtration system!  The Pet-Aire system uses specialized filters and UV light to clean the air in your home, getting rid of dust mites, pollen, viruses and mold so that your pets can breathe easier and stop suffering from itchy, painful skin allergies caused by airborne allergens.  How cool is that?!

We also loved working with Annette.  She exemplifies the kind of client we love here at FFWD – responsive, dedicated and always a pleasure to talk to!  Annette had plenty of ideas on what she wanted for her website, but she was always willing to listen to our suggestions and try new approaches.  She responded quickly to our inquiries, worked closely with every member of her design team and appreciated our efforts on behalf of Pet-Aire.  Annette was also receptive to new marketing techniques and gave us lots of creative leeway.  She was a joy to work with!

Because Pet-Aire made working on their website both challenging and enjoyable, it was unanimous here at Furry Friends Web Design that Pet-Aire be recognized as FFWD’s Spring 2009 Favorite Client.  We love you, Annette!  Best of luck with Pet-Aire – we know you’ll help thousands of pets live healthier lives!

Services Provided to Pet-Aire:

* Marketing & Branding Consulting

* Pet Web Design & Development

* Custom Illustration

* Professional Pet Industry Copywriting

* Search Engine Optimization

* Professional Website Maintenance

* Photo Manipulation & Enhancement

* Product Packaging Design

Most small pet business owners start their website believing they need to hire a professional for the technical aspects of the design, but hoping they can write the content themselves.  In most cases, they are making a valuable mistake if they don’t use a professional pet industry copywriter.  Why?  

Because just like any other skilled craftsman, a professional copywriter crafts gems out of words – his or her job is to create sentences and paragraphs that will grab the readers’ attention and spur them to action in ways that the typical person can’t.

An exceptional pet industry copywriter is:

• Pursuasive.  The content doesn’t simply state the facts about your product or service.  It promotes and intrigues, enticing the reader to learn more about your company.  Properly done, copywriting will ensure that site visitors will visit more than one page because they are excited and want to learn more and follow up with action.

• Encouraging.  A copywriter’s goal is to promote action – the copywriter always keeps in mind that the content should encourage positive action without intimidating or confusing the reader.  This is a fine line that a professional can walk with even the most technical information.

• SEO educated.  There are actually two important audiences on the Internet – potential customers and search engines.  Pet business copywriters balance their writing to appeal to both audiences.  Your website’s content must have the correct percentage, type and style of keywords and phrases to make sure it is noticed by search engines such as Google, Yahoo! Search and others or readers won’t find it in the first place.  But once your site is found, the content has to be interesting and well-written or it will quickly turn readers off, sending them in search of another site.

• Creative.  Although you know more about your product or service than anyone, you don’t know as much as a pet business copywriter about appealing to the intellect and emotions of your potential customers.  By working closely with you, a professional copywriter can help you determine the correct content style to appeal to your market audience.  In most cases, you need to have a balanced approach that appeals to both their hearts and minds.

Many sites on the Internet today are filled with information, but your eyes glaze over as you read them.  There are too many facts, or the site is boring or confusing.  Don’t let your business suffer because you’ve short-changed yourself in this crucial area.  A professional pet industry copywriter will elevate your site’s content above the rest, bringing you higher rankings and “wowing” potential customers – the first step toward greater success.

So, what does that mean for you?!  Well, for one, it means that from October 1st - October 18th we’re giving all of our clients a 20% discount on custom designed pet business cards!  It’s the perfect time for you to update your old, outdated pet business cards or to get brand spankin’ new pet business cards.  All you have to do is get in touch with us and let us know that you’d like the business card discount you read about in our blog.  That’s it!

Not sure if now is a good time to get your pet business cards in optimal condition?  THINK AGAIN! Chances are that you’re wasting seven very important marketing inches that could be bringing you tons of business.  Our good friend, Diana Ratliff, from Pet Business Central explains just how that often overlooked and neglected 7 little inches can make a huge difference.

Business cards are a pet business owner’s dream. It’s hard to imagine a marketing tool with more versatility or portability, especially for the price.

Even better, people EXPECT you to hand out your business card. That’s why a savvy dog walker or pet sitter creates business cards that contain more than just contact details, or creates more than one style of business card. Let’s face it, how many times are you invited to market to someone?

There’s just one little flaw with business cards. They’re SMALL!

Traditional cards are 2″ by 3.5″, or a mere seven square inches. That’s not much room to present your company mission or philosophy; your products and their benefits; your experience and credentials; your professionalism and work ethic and your sterling reputation. Much less add the photo of Max the Wonder Dog, your adorable mascot.

So why do so many pet entrepreneurs and business owners waste the extra seven square inches on the back of a business card? Two possible answers come to mind:

1)  You don’t think the advantages of adding extra information to the back side of your business card outweighs the extra cost. (Yes, there usually IS an extra fee to print on the back side, although it’s not usually a significant amount.)

2) You don’t know what to say or what other information someone might want.

To answer the first, you have to realize that more than 90% of business cards are thrown away the day they’re received. Since you don’t want your card to wind up in someone’s trash can, or being shredded to line someone’s hamster cage, designing a card that people will keep is critical.

So why do people hang on to certain cards, and not others?

• The card is a connection to a colleague, a resource, or a possible customer.
For example, I might keep a card that my local vet, someone I respect and trust, gave me, even if I had no immediate plans to use that service or buy that product.

• The card is kept for social, non-business reasons.
I have Bill and Hillary Clinton’s cards from when they were in the White House. Will I use them? No. But they’re GREAT conversation-starters!

• The card will be used to refer business to someone.
Pet owners have a camaraderie that’s not typical in many industries; we enjoy helping each other out, referring someone who sells great pet food or makes the cutest pet carriers.

• The card (or the person who owns the card, or the pet pictured on the card!) is attractive, humorous, useful or interesting.
Of those reasons, the one most important during the design stage is the latter. A reputable printer can help you create an attractive, high-quality card.

It’s up to you to add the useful or interesting information that will transform your card into a “keeper”. The back side of your card is usually the best location for that information, which can be hand-written (if you can write legibly!) or pre-printed.

Many businesses include maps, store hours or locations, and “fill-in-the-blank” appointment forms; these may be appropriate for your category of pet business. While undeniably handy for certain companies, those ideas presume that the cardholder is already a customer or has already decided to do business with you. They merely need directions to your store, for example.

If your card is also used as a prospecting tool for your business, it’s a good idea to select information that will be referred to more that once or that is critically important. It’s more effective if you associate the information with the type of business you do.

If you’re running a pet-related business, you might consider adding:

• Warnings about common pet poisons:
Pet parents would appreciate the phone number of a local vet or Pet Poison Control Center, or at least a link to a website where common poisons are identified and suggested treatments are described.

• Phone numbers for local services:
Pet owners might be interested in keeping the numbers handy for the local Humane Society or Animal Control Officer. Perhaps add a few tips on what to do if your animal is lost, or if you find a stray dog.

• Fascinating facts, trivia or jokes:
You can find all sorts of trivia to include on a card - famous pets (or celebrity pet owners); biggest, largest, hairiest, longest-lived “whatever”; breed standards - this could be lots of fun!

• Products you recommend:
How often have you been asked what kind of dog food you recommend, or what gets cat urine out of carpeting? List your favorite products on the back of your business card.

You’re also sure to receive a warm reception if you hand out business cards that offer discounts or freebies. A particularly creative idea is to contact related but non-competing businesses and ask them to offer a discount to anyone who presents your card. You list the cooperating businesses, and their discounts, on the card back.

For example, say you’re a pet sitter; you could list your favorite vet, dog trainer, pet party consultant and pet food delivery service. As an added bonus, these cooperating businesses will often pass out your card FOR you, since that discount also brings in more business for THEM.

With a little thought, and for a very modest price, you can create a card which your customers and prospects keep, remember, and use. Simply add useful data to the OTHER seven square inches on the back of your card. People will keep your card, refer to it often, and perhaps even show it to others.

Every time they do, they will be reminded of your business and how helpful you are.

© 2007-8, Diana Ratliff. PetBusinessCentral.com. All rights reserved.

Pampered Puppy's Outstanding Dog Photo Contest '08

FFWD is a very proud sponsor of this year’s Outstanding Dog Photo contest held by the awesome folks over at Pampered Puppy!

If you’re anything like we are, you probably have tons and tons of photos of your dog(s) - now you can turn those adorable photos into prizes as Pampered Puppy and their sponsors are offering over $4000 in prizes.  This year, FFWD is the proud sponsor of the “Dog & Owner” category with a prize of an $150 gift card from Amazon.com.

So, whip out those cameras and make your dog a star at the Outstanding Dog Photo ‘08 contest!